跨境基础及电商1Chapter 3- Customer Maintenance

Chapter3跨境电商实用英语Chapter3CustomerMaintenance03Mini-Project02PassageReading01Warming-up目录CONTENSTAfterstudyingthischapter,youareexpectedto:AcquirebasicknowledgeaboutthemethodsofmaintainingrelationshipwithcustomersUserelevantskillstomaintainregularcontactwitholdcustomersMastertheprofessionalskillsofproductpromotiononCross-borderE-commerceDevelopacustomer-orientedprofessionalqualityLearningGoalsChapter3PARTONE/Warming-up01TaskWorkingroups.Lookatwhatthefollowingpeoplesayordoandexpressyourownopinionswithyourgroupmembers.Trytorelatetoyourpersonalexperience.TodayisLisa’sbirthday.Thestorefromwhichshehadonceboughtthecottonbedsheetssentherabirthdaycardthismorning.Thismakesherfeelhappyandmoved.Shesaysshewillvisitthestoreagain.Oneofmyfriendswhorunanonlineshoponcetoldme,“Thecostofdevelopingnewcustomersisclearlymoreexpensivethanmaintainingoldcustomers.Wemustmakegreateffortstokeepoldcustomerswhiledevelopingnewcustomers”.ABChapter3PARTTWO/PassageReading02CustomerMaintenanceIntraditionalinternationaltrade,weusuallymeetthecustomersinexhibitions.ThemaindifferencebetweentheexhibitionandCross-borderE-commerceplatformisthatalmosteverycustomercanmeetwiththesellerintheexhibitionfacetoface.Thatis,intraditionalinternationaltrade,thefinaltransactionbetweenbuyersandsellersmayactuallybebuiltonpreliminarycontact.However,asthekeycharacteristicofInternet,buyersandsellershavenevermetbeforethetransactioniftheydobusinessontheCross-borderE-commerceplatforms,soweareunabletodeterminecustomers’informationevenbeforewecommunicatewiththem.Ofcourse,theCross-borderE-commerceplatformsprovidevariouswaystohelpbuyersandsellersidentifyeachother’sinformation,butthesemethodsarealsobasedontheInternet.Consequently,thenatureofInternetdeterminesthatwearestillunabletodeterminethebackground,realinformationandotherfactorsofbothsidesinthetransactionthroughthemostintuitiveway.Inbusiness,asingletransactiontothebusinessisonlythevalueforasingletime,orasingletradetobuyersandsellersmeansonlytheprofitforasingletime.Inordertoallowbuyersandsellerstogainprofitscontinuouslythroughtransactions,theremustbeamethodtohelpbuyersandsellerstoformastrongconnection.Thisdoesnotonlymeanthevalueforacertainperiodoftime,butalsotheaddedvalueofbusiness.Becausethisstrongconnectioncreatesnewvaluessuchasbrandvalueandservicevalue,whichisunrelatedtothetransactionitself.ThedifferencebetweenthecustomersontheCross-borderE-commerceplatformsandinthetraditionalinternationaltradeliesinitsuncertainty.ItisnotdifficultforustounderstandthatthemaintenanceandtheestablishmentofcustomerconnectiononCross-borderE-commerceplatformsisamorecomplicatedprocessthanintraditionalinternationaltrade.However,customermaintenanceisthekeytoCross-borderE-commerce.Accordingtothestudy,thecostofdevelopinganewcustomerisfivetimesasthatofretaininganoldone.SohowdowemaintaincustomerrelationshipsandestablishacloseconnectionwithourcustomersonCross-borderE-commerceplatforms?ThisrequiresustoconsiderthebasisofCross-borderE-commerceplatforms,andcarryoutthefollowingactivities:BuildcustomerdatabaseSellersshouldcollectdetailedinformationoncustomers’personalinformation,purchasehistory,buyingpreferencesandconcerns.Theseareall“clues”thatcanhelpsellersunderstandcustomers’preferences.Afterknowingthese,sellerscanprovidecustomerswithpersonalizedservice.MaintainregularcontactwitholdcustomersInordertoretainandmaintaingoodrelationshipswithcustomer,manyCross-borderE-commercesellerswillsendemailsorcardstocustomersonholidaysorcustomers’birthday.Itcanchangethebusinessrelationshipintofriendrelationship,andhelpthesellerstofollowupwiththecustomers.3.Replyoldcustomers’emailswithoutdelayOldcustomers’emailsmustberepliedonthesameday.Ifyouencounteracomplicatedproblem,andcannotreplyonthesamedaywithoutthecooperationfromothersides,youmustpromptlyinformthecustomer.Forexample:“Mailreceived,andisbeingprocessed.”Evenso,youmustreplythatcustomernomorethanthreedayslater.4.EnsureproductqualityProductsmustgothroughstrictqualityinspectionandthequalityofproductsmustbeensured.Onlythequalityisensuredwillthecompanydevelopbetter,andthecustomerswillrepurchasethesehigh-qualityandinexpensiveproducts.Overtime,itwillformapositive“ecologicalcircle”.PayoldcustomersareturnvisitregularlyOldcustomers’emailsmustberepliedonthesameday.Ifyouencounteracomplicatedproblem,andcannotreplyonthesamedaywithoutthecooperationfromothersides,youmustpromptlyinformthecustomer.Forexample:“Mailreceived,andisbeingprocessed.”Evenso,youmustreplythatcustomernomorethanthreedayslater.客户维护

在传统的国际贸易中，通常我们所接触到的客户来源是展会，而展会与跨境电商平台最大的区别就是：在展会中，几乎每一位客户都是与卖家见过面的，也就是说在传统的国际贸易中，买卖双方最终可能达成的交易实际上是建立在双方已经有了初步的接触这个大前提下的。

而在跨境电商平台中，互联网的特点决定了在平台中绝大多数的买卖双方是素未谋面的，所以我们无法在交易最终达成前，甚至是在与客户建立实质性的沟通前去判断客户的信息。当然，在跨境电商平台中提供了许多帮助买卖双方鉴别对方的方法和渠道，但是，这些方法和渠道也是建立在互联网的基础上的，因此，互联网的基因也同样决定了我们还是无法通过最直观的方式去判定双方的背景、真实信息等在交易行为中的因素。

在商业中，单次的交易给商业带来的仅仅是单次的价值，或者说是单次贸易给买卖双方带来的仅仅是单次的利润，为了让买卖双方不断地通过交易获得持续的利润，就必须通过某种方法或是手段让买卖双方形成强大的黏性。这不但是价值的持续体现。更是价值的增值，因为这个黏性继而产生诸如品牌价值、服务价值等与交易本身无关的新的价值。跨境电商平台中的客户与传统国际贸易中的客户的区别在于它的不确定性，我们不难理解卖家进行客户维护、建立客户黏性是一个比传统国际贸易更为复杂的过程。然而，客户的维护是跨境电商卖家不可忽视的一个关键环节。据研究显示：开发一个新客户的成本是维护一个老客户的五倍。那么，我们又如何在跨境电商平台客户特点下维护客户关系、建立与客户之间的黏性呢？这就需要我们基于跨境电商平台的基础来考虑，从以下几方面开展：一、建立客户数据库卖家应收集客户的个人信息、购买历史、购买偏好和顾虑等详细信息。这些都是可以了解客户喜好的“蛛丝马迹”。知道了这些，卖家后期就可以为客户提供个性化的服务了。二、定期和老客户保持日常联系为了留住客户，和客户保持良好的交往，很多跨境电商卖家会在节假日或者客户生日的时候，发一封邮件或者寄发一些卡片等等，可以将交易关系转变成朋友关系，有助于后续跟进。三、及时回复老客户的邮件老客户的邮件一定要在当天给予回复，如果碰到比较复杂的问题，需要多方配合在当天没法回复的情况，也一定要及时告知客户。例如：“邮件收到，正在处理中”。即便如此，对于客户的回复一定不要超过三天。四、保证产品质量对于产品的质量必须进行严格的质量检验，保证品质。只有这个环节做好了，企业才能更好的发展，客户买到质优价廉的产品才会进行复购，久而久之就形成了一个良性的“生态圈”。五、定期回访老客户所谓的回访，就是对老客户进行有计划的跟踪服务，可以是一个邮件方式的回访，请老客户对近期产品的质量和服务进行反馈，提出改进的意见等。总之就是要让买家知道卖家是真正以买家为中心，为了让买家日后有更好的购物体验。NewWordspreliminary/prɪˈlɪmɪnəri/adj.1happeningbeforeamoreimportantactionorevent初步的；预备的e.g.I)Theyrefusedtonegotiateunlessthreepreliminaryrequirementsweremet.除非满足三个先决条件，否则他们拒绝谈判。

II)Hereisourpreliminaryanalysisofthenewsalesplan.这是我们对新销售计划的初步分析。2characteristic/ˌkærəktəˈrɪstɪk/n.atypicalfeatureorqualitythatsb/sthhas特征；特点；品质e.g.I)Theneedtocommunicateisakeycharacteristicofhumansociety.沟通需求是人类社会的一个重要特征。

II)Thetwogroupsofproductshavequitedifferentcharacteristics.这两组产品具有截然不同的特点。3determine/dɪˈtɜ:mɪn/v.tomakesthhappeninaparticularwayorbeofaparticulartype决定；形成；支配；影响e.g.I)Whatdetermineswhetheryouareacareersuccessorafailure?事业的成败取决于哪些因素？

II)Genesdeterminethecharacteristicsofeverylivingthing.基因决定了所有生物的特征。4intuitive/ɪnˈtju:itiv/adj.obtainedbyusingyourfeelingsratherthanbyconsideringthefacts凭直觉得到的；直觉的e.g.I)Hehadanintuitivesenseofwhatthereaderwanted.他能直觉地感到读者需要什么。

II)Thetestresultsoonconfirmedherintuitivefeelings.检测结果很快证实了她的直觉。5identify/aɪˈdentɪfaɪ/v.torecognizesb/sthandbeabletosaywhoorwhattheyare确认；认出；鉴定e.g.I)Pleaseidentifytheregisteredtrademark.请认准注册商标。

II)Thebankwillnotchangethechequeunlessyouareabletoidentifyyourself.除非你能证明自己的身份，否则银行不会兑换这张支票。6uncertainty/ʌnˈsɜ:tnti/n.somethingthatyoucannotbesureabout;asituationthatcausesyoutobeorfeeluncertain拿不定的事；令人无把握的局面e.g.I)Uncertaintyisadiscouragementtoinvestment.不确定性是阻碍投资的因素。

II)Theuncertaintycreatedbythissituationmustbeconfusingforyou.这种局面所造成的不确定性肯定让你感到困惑。7maintenance/ˈmeɪntənəns/n.theactofmakingastateorsituationcontinue维持；保持e.g.I)Themaintenanceofinternationalpeacemattersalot.维护世界和平事关重大。

II)Thisapproachreducesmaintenancecostsforbothmanualandautomatedtesting.这种方法减少了人工和自动检测的维护成本。8preference/ˈprefrəns/n.agreaterinterestinordesireforsb/sththansb/sthelse偏爱；爱好；喜爱e.g.I)IhaveastrongpreferenceforChineseproducts.我对中国产品有强烈的偏爱。

II)Manypeopleexpressedastrongpreferenceforshoppingonline.许多人表达了对网上购物的强烈偏好。9personalize/ˈpɜ:sənəlaɪz/v.todesignorchangesthsothatitissuitablefortheneedsofaparticularperson为个人特制（或专设）e.g.I)Weprovideyouwithpersonalizedprintservices.我们为您提供个性化的印刷服务。

II)Allourcoursesarepersonalizedtotheneedsoftheindividual.我们所有的课程都是个性化的，以满足个人的需要。10encounter/ɪnˈkaʊntə(r)/v.toexperiencesth,especiallysthunpleasantordifficult,whileyouaretryingtodosthelse遭遇；遇到（尤指令人不快或困难的事）e.g.I)Everydayofourlivesweencounterstressesofonekindoranother.我们在每天的生活中会面临这样或那样的压力。

II)Ifyouundertaketheproject,youareboundtoencounterdifficulties.如果你承接这项工程的话，你肯定会遇到许多困难。Phrases&Expressions1e.g.I)Cooperationisbasedonmutualtrust.合作建立在互相信任的基础上。

II)Judgementshouldbebasedonfacts.判断应以事实为依据。baseon基于2e.g.I)Therealstrengthsandweaknessesofanenterpriselieintheplans.一家企业真正的优势和劣势在于计划。

II)Diligenceleadstosuccesswhilefailureliesinlaziness.勤奋通往成功而失败源于懒惰。liein位于；在于3e.g.I)Inpaper-makingindustry,wastewaterisdischargedsoenormouslythatwaterresourceisseriouslypolluted,andecologicalcircleissufferedgreatly.在造纸行业，废水排放量大，水污染严重，致使生态圈受到了严重破坏。

II)Meanwhile,weshouldbuildtheecologicalcircleofdrylandandmaritimeagriculture.同时，我们必须构建陆地和海洋农业生态圈。ecologicalcircle生态圈4e.g.I)Theshopisworthareturnvisit.这家商店值得再次光顾。

II)Thereturnvisittoregularcustomersisessentialandeffective.对老客户的回访是必不可少的且有效的。returnvisit回访Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.1

WhyisitmorecomplicatedtomaintainandestablishcustomerconnectiononCross-borderE-commerceplatformsthanintraditionalinternationaltrade?Itisduetothecustomer’suncertaintyoncross-bordere-commerceplatforms.

Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.2

Whatinformationcansellerscollectaboutcustomers?3

Whatcansellersdotomaintainregularcontactwitholdcustomers?Sellerscancollectdetailedinformationoncustomers'personalinformation,purchasehistory,buyingpreferencesandconcerns.Sellerscansende-mailorcardstocustomersonholidaysorcustomers’birthday.Task2Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.1Thefutureisfullof_________andpossibilities.2Wealwaystryourbesttoprovideyouwith_________productsandservicestoachievemutualbenefits.3Retailinginthefuturewillemphasizemoreandmoreon_________andconvenience.4__________talksonthefutureoftheinternationalbusinessbeganyesterday.personalizemaintenanceencounteruncertaintypreliminaryaddedvalueidentifycharacteristicuncertaintiesadded

valuePreliminarypersonalizedCompletethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.5Theimportanceofnaturalfoodtothe_________ofhealthcan’tbeignored.6Personal_________,suchasage,sexandmaritalstatusaretakenintoaccount.7Thecompanycaresabouttheproblemsanddifficultiestheemployees_________ duringtheirworkandleisuretime.8Thetestshould_________whichsmokersaremostpronetodeveloplungcancer.personalizemaintenanceencounteruncertaintypreliminaryaddedvalueidentifycharacteristicmaintenancecharacteristicsencounteridentifyTask3TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.1说了几句开场白之后，他即宣布优胜者名单。(preliminary)

————————————————————————————————2你在工作中会不可避免地遇到困难。(encounter)————————————————————————————————3我们的商店可以为您提供更加个性化的体验。(personalize)

————————————————————————————————Afterafewpreliminaryremarksheannouncedthewinners.You

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valueproducts.Chapter3PARTTHREE/Mini-Project03沟通最重要的作用之一就是建立良好的业务关系，这需要卖家平时多与买家沟通，把握各种机会，向买家发送可以增进感情的友好邮件。编写友好邮件或信息耗费的精力和费用微乎其微，但它们能够巩固现有的客户关系，甚至创造新的商机，提高客户重复购买率。成交过大订单的老客户是卖家必须主动维护的，卖家可以利用客户生日、节假日等时机发送祝福信息，利用店铺活动、新品推送等机会发送折扣信息和优惠券等。在维系、跟进这些客户的过程中，卖家应把握创造新单的机会。设置称呼时，卖家应使用“you”而不是“allcustomers”（各位顾客）或“everyone”（所有人）以增加人情味。Sample1 老客户日常问候非节假日问候老客户的主要目的是加深客户对有过购物经历的店铺的印象。同时，卖家可在问候信中推荐最近的新品或者介绍店铺的最新优惠活动。卖家可以对老客户的一句简短问候作为结尾，以增添亲切感。Dear×××,Howhaveyoubeen?Youhavenotvisitedourstoreforalongtime.Wehavereleasedmanyhigh-qualitynewproductsrecently,weexpectyoutocome！Maythejobandhappinessaroundyoutodayandalways.Yourssincerely,×××Sample2 老客户节假日问候节假日的真诚问候是卖家用来维系客户关系的重要方式，可以给客户留下深刻印象。卖家在问候信中可以给客户提供节假日的特别折扣或是节假日小礼物，这些举动都会令客户深为感动。Dear×××,Christmasiscomingsoon.Wehavepreparedaspecialgiftcardforyoutoexpressoursincerewishes.Besides,youwillenjoy20%offandfreeshippingfortheChristmasSeason.Weareherewaitingforyou！Ihopeyouhavegoodweatherandanenjoyabletime！

Yourssincerely,×××Sample3 向客户推送店铺活动在店铺活动期间，卖家可以主动联系新老客户推荐关联产品信息，以刺激产品销售。下面的卖家在推送店铺活动时，行文直截了当、直入主题。首先，说明店铺将举行三周年店庆优惠活动；其次，简洁明了地介绍店铺的优惠力度；最后，结尾处承诺愿随时为对方服务。Dearcustomer,Our3rdAnniversarySalestartsfromOctober1stto7th.Visitusandyouwillenjoy30%offfortheentireshop.Besides,youwillalsogetanadditional10%offifyouspendUSD500ormore.Pleasefeelfreetocontactusifyouhaveanyquestions.Havealovelyday！Yoursfaithfully,×××Sample4 向老客户回馈优惠券借助优惠券引导客户再次下单可以有效提高产品的销量。下面的卖家表达了对客户一直以来支持店铺的诚挚感谢，并送上8折优惠券。应注意优惠券的力度一定要对客户有足够的吸引力。Dearfriend,Thanksforyourcontinuoussupportforourstore.Hereisourgifttoyou.Pleaseapplythe20%couponinyournextpurchase.Bestwishes,×××Sample5 向老客户推送新产品卖家向老客户推送新产品时要谨记，买家的兴趣不在于你所销售的产品或服务，而在于他们作为老客户会如何从中受益。在下面的新品推送邮件中，卖家首先强调新品数量有限，再突出老客户可以打8折，这些卖点针对性强，有助于促使老客户再次下单。Dearfriend,Ourstorewilladdnewstylessoonwhichareonlyavailableinsuper-limitedquantities.Youcanenjoyanadditional20%offforthenewarrivalssinceyouaretheregularcustomerofourstore.Don’tmissthechance！Seewhat’snewinourstore！Wearejusthereforyou.Yourstruly,×××HighlightedSentences1

Thanksforyourcontinuoussupportforourstore.感谢您对我们店铺一直以来的支持。2

Youcanenjoyanadditional20%offforthenewarrivalssinceyouaretheregularcustomerofourstore.因为您是我们店的常客，您可以享受新品8折的优惠。3

Ifyouarein